Mike’s Harder Lemonade

Consumer Activation Target
Regular Guys Doing What They Do Best

Challenge
Mike’s Hard Lemonade competes in the malt-based beverage segment of the Premium Adult Beverage (PAB) category and is merchandised adjacent to beer. While Mike’s Hard Lemonade has enjoyed strong distribution within the grocery channel, the brand under-indexed in Convenience where single serve, larger packages play a key role in driving impulse purchase. In an effort to cater to a younger, mobile, “impulse driven” consumer, Mike’s created Mike’s Harder Lemonade—featuring higher alcohol content and a larger, 16oz can. Alcone’s challenge was to develop a merchandising materials plan that includes POS that is arresting and disruptive that drives consumers to the single serve section/Mike’s Harder 16 oz can and adjacent multi-pack displays.

Solution
Consistent with the tongue-in-cheek “Warning” treatment on the package, Alcone created a merchandising program that addressed both key locations in the store...scalable signage and door display racks for the cooler for single serve...and floor merchandising materials for multi case features. The materials featured the known/traditional “Warning” look and feel and included construction pylons, hard hats, “Warning” tape, flashing lights and other known “Warning” icons.

Results
Distribution in Convenience channel has exceeded launch plan expectations and Harder now represents the most successful new product launch in Mike’s history...since original Mike’s. The flexibility and scalability of the merchandising materials has provided sales and wholesalers a new merchandising model to drive the entire Mike’s portfolio in the Convenience channel.